Guerrilla Advertising on the streets of Tokyo

A new Japanese language edition of Guerrilla Advertising: Unconventional Brand Communication (written by CR’s Gavin Lucas, art directed by Mike Dorrian and originally published by Laurence King) has just been published by Tokyu Agency Inc in Japan…

Guerrilla Advertising Japanese edition

A new Japanese language edition of Guerrilla Advertising: Unconventional Brand Communication (written by CR’s Gavin Lucas, art directed by Mike Dorrian and originally published by Laurence King) has just been published by Tokyu Agency Inc in Japan…

Tokyu Agency Inc. is a full-service advertising agency that also serves as a media representative of Out-of-House (OOH) advertising media and and also the transportation media of the private railroad system in the south-western part of Tokyo – which gives the agency a competitive media advantage in the Japanese capital. When their publishing department decided to publish a Japanese language edition of Guerrilla Advertising they gave the book’s bright yellow cover a design tweak to further its visual impact. Tokyu Agency’s Ryoko Nagamatsu, the creative designer, came up with the idea of a bag-like book that people can carry around. The cover is hardback with the front and back cover extended beyond the pages of the book to include cut out carrier-bag style handles. The agency took pictures of people of all age groups and walks of life carrying the book around in fashionable parts of Tokyo, such as Ginza, Aoyama and Shibuya – thus creating a record of a guerrilla style campaign for the book itself. These pictures (some of which are shown here) appear on the inside front and back covers in the Japanese version.

“Since the English version is also available in Japan, I wanted the Japanese version to maintain the same color, typeface and cover design” explains Nagamatsu. “I wanted everyone to instantly recognize this as the Japanese version of the English book. I also hope that people will carry this around using the handles and consequently advertise the book.”

Guerrilla Advertising Japanese edition, image 3Guerrilla Advertising Japanese edition, image 4

Guerrilla Advertising Japanese edition, image 7Guerrilla Advertising Japanese edition, image 5

Guerrilla Advertising Japanese edition, image 1Guerrilla Advertising Japanese edition, image 2

Guerrilla Advertising in Japan

Photography by Daisuke Yamashita

The Japanese edition can be found on Amazon’s Japanese site here: http://www.amazon.co.jp/誰かに先を越された広告-ゲリラ広告事例集-マイケル-ドリアン/dp/4884971051?ie=UTF8&s=books&qid=1195718798&sr=8-1

More from CR

Wolff Olins: Expectations Confounded

Wolff Olins has never been far from controversy over the past 12 months. Adrian Shaughnessy was one of the 2012 logo’s most prominent critics, so we sent him along to find out just what has been going on at the design consultancy…

Video remixing

Just, Mark Ronson featuring Alex Greenwald, directed by Jim Canty
Producer, remixer and horns-fancier Mark Ronson has released a new video for his jaunty cover of Radiohead’s Just (the first video, for the 2006 release of Ronson’s version of the track, can be seen here). But this time he hasn’t just stopped at remixing the song, but has also attempted a witty pastiche of Jamie Thraves’ iconic video for the original version, shown below. Skip past 45 seconds or so of Ronson demonstrating his musical prowess by playing lots of instruments and we re-join Thraves’ perplexing street scene of fallen businessman.

Selfridges Signs Up

Cartlidge Levene have designed Selfridges’ new wayfinding system. Mark Sinclair spoke to them about navigating their way through such a large undertaking

Obey Obama

Shepard Fairey is well known for his prolific stickering and flyposting of his propaganda-style images. While we at CR are well aware of his ability to stick his images just about anywhere in any city, we’re still surprised to see his the two hot-off-the-press posters he’s created in support of Senator Barack Obama…

Graphic Designer

Fushi Wellbeing

Creative Designer

Monddi Design Agency